The emergence of public opinion trends increasingly starts on the Social Web. Nowadays, people use social networks to bash a product or a brand, to alert peers on potential risks, or to share a negative sentiment on a specific marketing campaign.
No matter the quality of your products or the complexity of the technology you have built, your reputation can be impacted by different elements: a reaction to a specific communication, a single negative Tweet posted by an influencer, trolls hired by your competitors to generate a bad buzz, etc.
Below are 5 easy tips to remember if you are serious about protecting your most valuable asset: your reputation!
Tip #1: Be prepared
You must be prepared. You must have the tools. You need to get the answers yourself. You cannot simply rely on someone else relaying the information for you. Consider real time sentiment monitoring.
Indeed, being able to monitor in real-time what is being said spontaneously about your brand, your products, is critical to you.
But being able to sort and collect the posts that are relevant for you can seem quite painful. How can you achieve this out of the tens of thousands social media messages that are posted every second worldwide? The good news is that you can use of-the-shelf tools that do precisely this for you. Automatically.
Tip #2: Show that you care.
Listening is one thing. Engaging is another. Never underestimate the power of a single personalised response to a dissatisfied social media user. There is something magical about the link that you can establish directly with your audience (i.e. your detractors, ambassadors or simply prospects). Try to influence the influencers!
People love to be valued. And it’s natural. They appreciate the fact that their voice is being heard. That what they say is taken into account. The social web enables brands to connect with consumers like never before. .
Social media management tools offer brands a great opportunity to understand what concerns consumers, and to strengthen the ties that unite them with their audience.
Tip #3: Don’t overreact.
Overreacting is too often the norm. When brands start to monitor their online reputation they often fall into the “Fear Of Missing Out” trap. They want to react to every single negative post.
Instead, you should keep calm and ask yourself the right question: “what is the potential impact of this message?” Has it been retweeted or shared a lot? Are they including the name of one of my competitor? Is there a specific hashtag associated with the post that could potentially be harmful?
Real-time social media management is not scientific. But it requires some basic rules if you want to do it properly. Machine learning algorithms powering social media analytics can help you make the right call.
Use insights into collective emotions. Smart ‘sentiment analysis’ applications can sift through millions of posts and highlight those which are are most critical for you. They can also trigger automatic alerts based on the normal distribution of posts that are usually observed for your specific brand.
Tip #4: Choose the right timing.
Timing is key. If you want to stop any negativity spreading you need to monitor your brand 24/7 and you may have to react in near real-time. A lot of organisations think they are not prepared for this because of their hierarchical structure. You have to empower the people, internally, who will be able to take a decision ASAP.
Sometimes, no response can be the best response. The fact of the matter is that you cannot afford not to choose between those two options. Make sure you track the evolution of this buzz in real-time, before it becomes out of control.
You may want to delay your communication but don’t wait too long as you might end up with too many posts to share. Automated social media analytical tools will help you save a lot of time and resources.
Tip #5: Measure the impact.
You should always measure the impact of your communication strategy aiming at protecting your reputation. Social media analytical tools that include reliable sentiment analysis can help you measure the evolution of your brand equity. You’ll also be able to draw useful conclusions about the success of the strategy you are putting in place.
Whether your are a multinational like Microsoft or a startup, you can use an easily configured web-based tool called WIZR™ to monitor your reputation and engage with your consumers on social media in real-time. This SaaS platform will enable you to:
[trx_list style=”arrows”] [trx_list_item]Know immediately what people say about you.[/trx_list_item] [trx_list_item]Get insights into customers’ emotions.[/trx_list_item] [trx_list_item]Engage with your influencers.[/trx_list_item] [trx_list_item]Measure the impact of your marketing campaigns.[/trx_list_item] [trx_list_item]Analyse your competitive landscape.[/trx_list_item] [/trx_list]
Are you ready to protect your reputation? Yes?